http://www.nataliehammel.com Die Fat Wed, 21 Apr 2010 01:39:23 +0000 http://www.nataliehammel.com en http://www.nataliehammel.com/331750 http://www.nataliehammel.com/following/nataliehammel.com/331750 Wed, 21 Apr 2010 01:39:23 +0000 Die Fat 331750 http://www.nataliehammel.com/Faith-Hill http://www.nataliehammel.com/following/nataliehammel.com/Faith-Hill Sun, 28 Mar 2010 05:25:55 +0000 Die Fat 331751 What could happen if you launched an album's lyrics before its recorded songs and asked people to openly interpret them? Campaign: Anticipate. A concept for the launch and life of Faith Hill's upcoming album Integrated campaign video Six weeks before Faith’s album is released, the website anticipatefaithhill.com would launch the album’s lyrics. Visitors would be able to download a song booklet, but also record and submit their covers, created by mouth or by hand. <img src="http://payload.cargocollective.com/1/0/23504/331751/web1_1200.jpg" border="0" width="1005" height="780" width_o="1005" height_o="780" src_o="http://payload.cargocollective.com/1/0/23504/331751/web1_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331751/web2_1200.jpg" border="0" width="1005" height="780" width_o="1005" height_o="780" src_o="http://payload.cargocollective.com/1/0/23504/331751/web2_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331751/web3a_1200.jpg" border="0" width="1005" height="780" width_o="1005" height_o="780" src_o="http://payload.cargocollective.com/1/0/23504/331751/web3a_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331751/web4_1200.jpg" border="0" width="1005" height="780" width_o="1005" height_o="780" src_o="http://payload.cargocollective.com/1/0/23504/331751/web4_o.jpg" align="left" /> We gave song lyrics from Faith Hill’s previous album Fireflies to friends at school. This is what they created. Faith Hill lyrics: "Sunshine and Summertime" Talent: Emily Lacey Faith Hill lyrics: "If You Ask" Talent: Jarrod Higgins (voice) and Will Decher (guitar) In addition to the website, out-of-home recording booths in urban shopping malls would collect spur-of-the-moment covers. A PR push would also start the campaign and land Faith on talk shows like Ellen, where instead of being the musical guest performing, she would be the musical guest listening to Ellen’s cover song. <img src="http://payload.cargocollective.com/1/0/23504/331751/record1_1200.jpg" border="0" width="1005" height="780" width_o="1005" height_o="780" src_o="http://payload.cargocollective.com/1/0/23504/331751/record1_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331751/record2_1200.jpg" border="0" width="1005" height="780" width_o="1005" height_o="780" src_o="http://payload.cargocollective.com/1/0/23504/331751/record2_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331751/record3_1200.jpg" border="0" width="1005" height="780" width_o="1005" height_o="780" src_o="http://payload.cargocollective.com/1/0/23504/331751/record3_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331751/small press_1200.jpg" border="0" width="750" height="971" width_o="750" height_o="971" src_o="http://payload.cargocollective.com/1/0/23504/331751/small press_o.jpg" align="left" /> When the anticipation finally comes to a crescendo and the album is released with Faith’s voice and accompanying music, in-store listening stations and online players would allow fans to compare Faith’s versions to what the public created. <img src="http://payload.cargocollective.com/1/0/23504/331751/sale_1200.jpg" border="0" width="1005" height="780" width_o="1005" height_o="780" src_o="http://payload.cargocollective.com/1/0/23504/331751/sale_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331751/web5_1200.jpg" border="0" width="1005" height="780" width_o="1005" height_o="780" src_o="http://payload.cargocollective.com/1/0/23504/331751/web5_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331751/facebook_1200.jpg" border="0" width="1005" height="780" width_o="1005" height_o="780" src_o="http://payload.cargocollective.com/1/0/23504/331751/facebook_o.jpg" align="left" /> The best lyric creations could be integrated into Faith’s tour as merchandise, set design and opening acts. Faith could even cover her own covers. By sharing the same set of lyrics with the world, Faith would elevate her album launch to a higher level of excitement and engage a wider audience of fans. GreenLight called the idea “brave” and is working with its possibilities for the future. AD: Alyssa Collis, Alex Haglund // CS: Kelly Foss, Justin Gamero // CBM: Meg Ingraham // CW: Natalie Hammel, Brad Getty // CT: Maureen McFee <img alt="Creative Commons License" style="border-width:0" src="http://i.creativecommons.org/l/by-nc-nd/3.0/us/88x31.png" /> http://www.nataliehammel.com/Bose http://www.nataliehammel.com/following/nataliehammel.com/Bose Sun, 28 Mar 2010 05:25:54 +0000 Die Fat 331752 After hearing a roommate have the loudest orgasm ever, I invested in a pair of noise cancelling headphones. Life hasn't been the same since. Campaign: Bose. Portals to your secret dimension. Print/OOH. Featured in CMYK Magazine Vol. 45. <img src="http://payload.cargocollective.com/1/0/23504/331752/laurensmalla.jpg" border="0" width="600" height="787" width_o="600" height_o="787" src_o="http://payload.cargocollective.com/1/0/23504/331752/laurensmalla_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331752/albert.jpg" border="0" width="600" height="774" width_o="600" height_o="774" src_o="http://payload.cargocollective.com/1/0/23504/331752/albert_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331752/akil.jpg" border="0" width="600" height="776" width_o="600" height_o="776" src_o="http://payload.cargocollective.com/1/0/23504/331752/akil_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331752/raunak.jpg" border="0" width="600" height="786" width_o="600" height_o="786" src_o="http://payload.cargocollective.com/1/0/23504/331752/raunak_o.jpg" align="left" /> Bose will also create online films to visualize the audionauts' trips to their secret dimensions. Non-Traditional Experience: The Portal <img src="http://payload.cargocollective.com/1/0/23504/331752/chair.jpg" border="0" width="600" height="300" width_o="600" height_o="300" src_o="http://payload.cargocollective.com/1/0/23504/331752/chair_o.jpg" align="left" /> The Portal is a multi-sensory lounging experience for one. Equipped with music playlists and an array of LED lights, it replicates the experience of Bose’s Noise Cancelling Headphones for the entire body. It would live in lounges, through partnerships with funky hotels like Ace and W, and hip airlines like Virgin and JetBlue. B-side: While working on this campaign, my partner and I also created backstories to the print ads, told through poem and song. I've included them here as examples of my writing. <img src="http://payload.cargocollective.com/1/0/23504/331752/cd1.jpg" border="0" width="600" height="601" width_o="600" height_o="601" src_o="http://payload.cargocollective.com/1/0/23504/331752/cd1_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331752/cd2.jpg" border="0" width="600" height="601" width_o="600" height_o="601" src_o="http://payload.cargocollective.com/1/0/23504/331752/cd2_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331752/cd3.jpg" border="0" width="600" height="601" width_o="600" height_o="601" src_o="http://payload.cargocollective.com/1/0/23504/331752/cd3_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331752/cd4a.jpg" border="0" width="600" height="601" width_o="600" height_o="601" src_o="http://payload.cargocollective.com/1/0/23504/331752/cd4a_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331752/cd5a.jpg" border="0" width="600" height="601" width_o="600" height_o="601" src_o="http://payload.cargocollective.com/1/0/23504/331752/cd5a_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331752/cd6b.jpg" border="0" width="600" height="601" width_o="600" height_o="601" src_o="http://payload.cargocollective.com/1/0/23504/331752/cd6b_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331752/cd7.jpg" border="0" width="600" height="601" width_o="600" height_o="601" src_o="http://payload.cargocollective.com/1/0/23504/331752/cd7_o.jpg" align="left" /> Trip 1 Audio Trip 2 Audio Trip 3 Audio Trip 4 Audio AD: Lana Shahmoradian // CW: Natalie Hammel <img alt="Creative Commons License" style="border-width:0" src="http://i.creativecommons.org/l/by-nc-nd/3.0/us/88x31.png" /> http://www.nataliehammel.com/331753 http://www.nataliehammel.com/following/nataliehammel.com/331753 Sun, 28 Mar 2010 05:25:53 +0000 Die Fat 331753 http://www.nataliehammel.com/Tim-Hortons http://www.nataliehammel.com/following/nataliehammel.com/Tim-Hortons Sun, 28 Mar 2010 05:25:52 +0000 Die Fat 331754 I visited a friend in Vancouver over the summer and she told me I HAD to put "double double" on my list of things to do. After asking, she tells me it's just a coffee. But it's from Tim Hortons, a coffee and doughnut shop slash the national fruit of Canada. Fast forward to February, I find out since it's saturated 99.5% of the Canadian market, Timmys is making a big push into America. But how exactly do you get your mean older brother to like you? Self-deprecating humor never hurts. Launch campaign for new US cities: Tim Hortons. Proof that Canada exists. OOH/Transit <img src="http://payload.cargocollective.com/1/0/23504/331754/print1.jpg" border="0" width="600" height="777" width_o="600" height_o="777" src_o="http://payload.cargocollective.com/1/0/23504/331754/print1_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331754/print2.jpg" border="0" width="600" height="776" width_o="600" height_o="776" src_o="http://payload.cargocollective.com/1/0/23504/331754/print2_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331754/print3.jpg" border="0" width="600" height="776" width_o="600" height_o="776" src_o="http://payload.cargocollective.com/1/0/23504/331754/print3_o.jpg" align="left" /> Newspaper <img src="http://payload.cargocollective.com/1/0/23504/331754/newspaper2_1200.jpg" border="0" width="900" height="1197" width_o="900" height_o="1197" src_o="http://payload.cargocollective.com/1/0/23504/331754/newspaper2_o.jpg" align="left" /> The weekend before its new locations open, "lost" Canadian backpackers will go around town, asking for directions. If people are nice enough to help them, they'll receive this coupon. <img src="http://payload.cargocollective.com/1/0/23504/331754/couponsmall.jpg" border="0" width="600" height="338" width_o="600" height_o="338" src_o="http://payload.cargocollective.com/1/0/23504/331754/couponsmall_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331754/backpacker.jpg" border="0" width="477" height="614" width_o="477" height_o="614" src_o="http://payload.cargocollective.com/1/0/23504/331754/backpacker_o.jpg" align="left" /> Window wrap before stores open <img src="http://payload.cargocollective.com/1/0/23504/331754/windowwrapweb.jpg" border="0" width="600" height="450" width_o="600" height_o="450" src_o="http://payload.cargocollective.com/1/0/23504/331754/windowwrapweb_o.jpg" align="left" /> Opening day, the first 100 customers will receive Tim Hortons hockey jerseys. <img src="http://payload.cargocollective.com/1/0/23504/331754/timhortonjersey.jpg" border="0" width="600" height="464" width_o="600" height_o="464" src_o="http://payload.cargocollective.com/1/0/23504/331754/timhortonjersey_o.jpg" align="left" /> In-store: window cling, tray liner, cups, and postcard <img src="http://payload.cargocollective.com/1/0/23504/331754/windowcling.jpg" border="0" width="600" height="778" width_o="600" height_o="778" src_o="http://payload.cargocollective.com/1/0/23504/331754/windowcling_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331754/traylinerforweb.jpg" border="0" width="600" height="485" width_o="600" height_o="485" src_o="http://payload.cargocollective.com/1/0/23504/331754/traylinerforweb_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331754/icedcoffee.jpg" border="0" width="600" height="742" width_o="600" height_o="742" src_o="http://payload.cargocollective.com/1/0/23504/331754/icedcoffee_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331754/coffeecuphot.jpg" border="0" width="600" height="822" width_o="600" height_o="822" src_o="http://payload.cargocollective.com/1/0/23504/331754/coffeecuphot_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331754/postcardforweb.jpg" border="0" width="600" height="776" width_o="600" height_o="776" src_o="http://payload.cargocollective.com/1/0/23504/331754/postcardforweb_o.jpg" align="left" /> Daily blog to bring Americans Timbit-sized facts, additional proof that Canada is, in fact, still up there. <img src="http://payload.cargocollective.com/1/0/23504/331754/website_1200.jpg" border="0" width="900" height="695" width_o="900" height_o="695" src_o="http://payload.cargocollective.com/1/0/23504/331754/website_o.jpg" align="left" /> AD: Maggie McClurken // CW: Natalie Hammel <img alt="Creative Commons License" style="border-width:0" src="http://i.creativecommons.org/l/by-nc-nd/3.0/us/88x31.png" /> http://www.nataliehammel.com/Fisher-Price http://www.nataliehammel.com/following/nataliehammel.com/Fisher-Price Sun, 28 Mar 2010 05:24:26 +0000 Die Fat 331749 I’ve been a preschool teacher, babysat since age 11 and even watched the birthing video on a planetarium dome during freshman year biology. One thing is clear to me. Babies are not the same humans you and I are. Campaign: Fisher Price. Welcome to earth. Oh, no! The files have been leaked. Classified video footage from back in the day at Fisher Price, served as episodic advertisements during Hulu programming. (Displayed here as animated storyboards.) Print ads in Parenting and Babytalk magazines. <img src="http://payload.cargocollective.com/1/0/23504/331749/print1_where_smaller_1200.jpg" border="0" width="1200" height="779" width_o="2048" height_o="1329" src_o="http://payload.cargocollective.com/1/0/23504/331749/print1_where_smaller_o.jpg" align="left" /> Small copy: Planet Wombella of Stork-99 nebula <img src="http://payload.cargocollective.com/1/0/23504/331749/print2_lifestarts_smaller_1200.jpg" border="0" width="1200" height="779" width_o="2048" height_o="1329" src_o="http://payload.cargocollective.com/1/0/23504/331749/print2_lifestarts_smaller_o.jpg" align="left" /> Small copy: After the 9-month journey, make yours feel at home. Interactive banner ads served according to contextual optimization. <img src="http://payload.cargocollective.com/1/0/23504/331749/banner1.jpg" border="0" width="403" height="876" width_o="403" height_o="876" src_o="http://payload.cargocollective.com/1/0/23504/331749/banner1_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331749/banner3.jpg" border="0" width="403" height="672" width_o="403" height_o="672" src_o="http://payload.cargocollective.com/1/0/23504/331749/banner3_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331749/banner2.jpg" border="0" width="403" height="732" width_o="403" height_o="732" src_o="http://payload.cargocollective.com/1/0/23504/331749/banner2_o.jpg" align="left" /> The Welcome to Earth section of the Fisher Price website gives parents the ability to track their baby's progress from womb through childhood. And along the way, creates tie-ins to sell Fisher Price toys and gear. <img src="http://payload.cargocollective.com/1/0/23504/331749/site3_1200.jpg" border="0" width="1200" height="927" width_o="2048" height_o="1582" src_o="http://payload.cargocollective.com/1/0/23504/331749/site3_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331749/site1_1200.jpg" border="0" width="1200" height="927" width_o="2048" height_o="1582" src_o="http://payload.cargocollective.com/1/0/23504/331749/site1_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331749/site4_1200.jpg" border="0" width="1200" height="927" width_o="2048" height_o="1582" src_o="http://payload.cargocollective.com/1/0/23504/331749/site4_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331749/site5_1200.jpg" border="0" width="1200" height="927" width_o="2048" height_o="1582" src_o="http://payload.cargocollective.com/1/0/23504/331749/site5_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331749/site2_1200.jpg" border="0" width="1200" height="927" width_o="2048" height_o="1582" src_o="http://payload.cargocollective.com/1/0/23504/331749/site2_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331749/site6_1200.jpg" border="0" width="1200" height="927" width_o="2048" height_o="1582" src_o="http://payload.cargocollective.com/1/0/23504/331749/site6_o.jpg" align="left" /> The League of Earthly Ambassadors program gives parents the ability to have Fisher Price toys and gear automatically mailed to their home. As their children develop, Fisher Price is there every step of the way. <img src="http://payload.cargocollective.com/1/0/23504/331749/fisherpricegear_1200.jpg" border="0" width="900" height="300" width_o="900" height_o="300" src_o="http://payload.cargocollective.com/1/0/23504/331749/fisherpricegear_o.jpg" align="left" /> AD: Lana Shahmoradian // CW: Natalie Hammel <img alt="Creative Commons License" style="border-width:0" src="http://i.creativecommons.org/l/by-nc-nd/3.0/us/88x31.png" /> http://www.nataliehammel.com/Dickies http://www.nataliehammel.com/following/nataliehammel.com/Dickies Sun, 28 Mar 2010 05:24:25 +0000 Die Fat 331748 "What matters most is how well you walk through the fire." - Charles Bukowski Campaign: 874 Lived. Dickies Don't Die. 874 video tests of Dickies Original 874® Work Pant. Integrated campaign video <img src="http://payload.cargocollective.com/1/0/23504/331748/description.jpg" border="0" width="586" height="886" width_o="586" height_o="886" src_o="http://payload.cargocollective.com/1/0/23504/331748/description_o.jpg" align="left" /> 1) 874lived.com launches with 100 tests <img src="http://payload.cargocollective.com/1/0/23504/331748/100tests_1200.jpg" border="0" width="1200" height="675" width_o="1920" height_o="1080" src_o="http://payload.cargocollective.com/1/0/23504/331748/100tests_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331748/DICK_website3_rgb3_1200.jpg" border="0" width="1200" height="840" width_o="2048" height_o="1433" src_o="http://payload.cargocollective.com/1/0/23504/331748/DICK_website3_rgb3_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331748/DICK_website3_rgb4_1200.jpg" border="0" width="1200" height="840" width_o="2048" height_o="1433" src_o="http://payload.cargocollective.com/1/0/23504/331748/DICK_website3_rgb4_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331748/JABBA_1200.jpg" border="0" width="1200" height="675" width_o="1920" height_o="1080" src_o="http://payload.cargocollective.com/1/0/23504/331748/JABBA_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331748/WING_1200.jpg" border="0" width="1200" height="675" width_o="1920" height_o="1080" src_o="http://payload.cargocollective.com/1/0/23504/331748/WING_o.jpg" align="left" /> 2) Targeted online ads drive traffic to the site <img src="http://payload.cargocollective.com/1/0/23504/331748/HULU_1200.jpg" border="0" width="1200" height="675" width_o="1920" height_o="1080" src_o="http://payload.cargocollective.com/1/0/23504/331748/HULU_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331748/BANNER_dirtyjobs1_1200.jpg" border="0" width="1200" height="675" width_o="1920" height_o="1080" src_o="http://payload.cargocollective.com/1/0/23504/331748/BANNER_dirtyjobs1_o.jpg" align="left" /> 3) Fans can participate in the remaining 774 tests <img src="http://payload.cargocollective.com/1/0/23504/331748/DICK_form_1200.jpg" border="0" width="1200" height="840" width_o="2048" height_o="1433" src_o="http://payload.cargocollective.com/1/0/23504/331748/DICK_form_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331748/DICK_formfill_1200.jpg" border="0" width="1200" height="840" width_o="2048" height_o="1433" src_o="http://payload.cargocollective.com/1/0/23504/331748/DICK_formfill_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331748/DICK_robot_1200.jpg" border="0" width="1200" height="840" width_o="2048" height_o="1433" src_o="http://payload.cargocollective.com/1/0/23504/331748/DICK_robot_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331748/DICK_robot ideas_1200.jpg" border="0" width="1200" height="840" width_o="2048" height_o="1433" src_o="http://payload.cargocollective.com/1/0/23504/331748/DICK_robot ideas_o.jpg" align="left" /> 4) In-store point-of-purchase displays calls out tests the pants have recently survived <img src="http://payload.cargocollective.com/1/0/23504/331748/instoreoutside_1200.jpg" border="0" width="1200" height="675" width_o="1920" height_o="1080" src_o="http://payload.cargocollective.com/1/0/23504/331748/instoreoutside_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331748/instorebig_1200.jpg" border="0" width="1200" height="675" width_o="1920" height_o="1080" src_o="http://payload.cargocollective.com/1/0/23504/331748/instorebig_o.jpg" align="left" /> Four out of 874 Tests of the Dickies 874 Original Work Pant 100 tests to launch the site. <img src="http://payload.cargocollective.com/1/0/23504/331748/100testdescrips1_1200.jpg" border="0" width="1200" height="675" width_o="1920" height_o="1080" src_o="http://payload.cargocollective.com/1/0/23504/331748/100testdescrips1_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331748/100testdescrips2_1200.jpg" border="0" width="1200" height="675" width_o="1920" height_o="1080" src_o="http://payload.cargocollective.com/1/0/23504/331748/100testdescrips2_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331748/100testdescrips3_1200.jpg" border="0" width="1200" height="675" width_o="1920" height_o="1080" src_o="http://payload.cargocollective.com/1/0/23504/331748/100testdescrips3_o.jpg" align="left" /> AD: Alyssa Collis // CW: Natalie Hammel <img alt="Creative Commons License" style="border-width:0" src="http://i.creativecommons.org/l/by-nc-nd/3.0/us/88x31.png" /> http://www.nataliehammel.com/The-Work http://www.nataliehammel.com/following/nataliehammel.com/The-Work Sun, 28 Mar 2010 05:16:21 +0000 Die Fat 331739 A print book in a digital world. Ssshhhhh.... you weren't suppose to see this. This is where my thoughts are hiding on the Internet. Let's just pretend this never happened, ok? Wow. Way to keep scrolling. You're sort of bored, huh? Or are you just curious? I guess it's ok to be curious. It happens to everyone. From time to time, I mean. Come on now, how much more can you go on? I told you. Nothing to see here. Black is a lovely color, isn't it? I think you think there's going to be something to see here, eventually. I think we're all attracted to a little bit of mystery. Or not. I'm guessing. I don't really know. But probably. This far down, nobody can see us. It's just you and me. Except I'm a voice in your head. And you're not a voice in your head. Or wait. I'm a voice in your head but in your voice. That's just weird. I was wondering, what are you doing right now? I mean, besides this. Where are you? Do you wonder where I am? What I am doing? I can tell you. It's probably not safe for children. Well, enough's enough. Until it's more than enough. Or an Alice Cooper song. Maaaaaybe it's time to stop now. Don't want things to get needlessly awkward before we've even met. Let's just say ... the secret password is funny bunny. If you say, "funny bunny" in conversation, like for example, "My, that is quite a funny bunny on the front page of the New York Times today," I'll know we met here. Deal? Still not satisfied? Geez. How much secret typing does a girl have to put out? The buck ends here. For now. diefatislistening@gmail.com. Gotcha. http://www.nataliehammel.com/NOVA http://www.nataliehammel.com/following/nataliehammel.com/NOVA Sun, 28 Mar 2010 05:13:44 +0000 Die Fat 331736 NOVA is the ne plus ultra of fascinating information. After watching one of its documentaries, you can't help but feel smarter. Still, viewership was down, and the PBS show came to the Brandcenter asking for a spruce up. We decided this was the perfect time for NOVA to promote scientific curiosity as a mindset, not just another slot in the Tuesday night lineup. Campaign: NOVA zap. A low-impact game to activate your brain. Creative case study video NOVA zap is a low-impact game that rewards curiosity with NOVA and related science content. The object of the game is to trigger curiosity to zap “zombism,” or mindlessness. To start playing, users download a plug-in for their browser from the NOVA section of the PBS website, install and the game is on. Players monitor their brain activity and score energy points, called joules. Earning points lets players level up through five tiers of brain power and become masters in the 13 NOVA topics. Players receive NOVA suggested search results, making NOVA an authority on what’s science and what’s science fiction. <img src="http://payload.cargocollective.com/1/0/23504/331736/Nova_LevelsNew copy_1200.jpg" border="0" width="1024" height="768" width_o="1024" height_o="768" src_o="http://payload.cargocollective.com/1/0/23504/331736/Nova_LevelsNew copy_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331736/NOVA creative.005-001_1200.jpg" border="0" width="1024" height="768" width_o="1024" height_o="768" src_o="http://payload.cargocollective.com/1/0/23504/331736/NOVA creative.005-001_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331736/NOVA creative.005-003_1200.jpg" border="0" width="1024" height="768" width_o="1024" height_o="768" src_o="http://payload.cargocollective.com/1/0/23504/331736/NOVA creative.005-003_o.jpg" align="left" /> Visiting accredited sources earns players joules, making their brain energy brighten and expand. But mind-numbing sites, like Perez, would actually subtract points. <img src="http://payload.cargocollective.com/1/0/23504/331736/NOVA creative.006-002_1200.jpg" border="0" width="1024" height="768" width_o="1024" height_o="768" src_o="http://payload.cargocollective.com/1/0/23504/331736/NOVA creative.006-002_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/23504/331736/NOVA creative.010-002_1200.jpg" border="0" width="1024" height="768" width_o="1024" height_o="768" src_o="http://payload.cargocollective.com/1/0/23504/331736/NOVA creative.010-002_o.jpg" align="left" /> Players can show off their zap scores on blogs and other social sites through an embedded badge. <img src="http://payload.cargocollective.com/1/0/23504/331736/NOVA creative.011-001_1200.jpg" border="0" width="1024" height="768" width_o="1024" height_o="768" src_o="http://payload.cargocollective.com/1/0/23504/331736/NOVA creative.011-001_o.jpg" align="left" /> NOVA will have a leader board on its website so players can stack themselves up against the whole country, even popular scientists like Neil De Grasse Tyson. <img src="http://payload.cargocollective.com/1/0/23504/331736/NOVA creative.012-001_1200.jpg" border="0" width="1024" height="768" width_o="1024" height_o="768" src_o="http://payload.cargocollective.com/1/0/23504/331736/NOVA creative.012-001_o.jpg" align="left" /> Just like Nike+ or Wii Fit, players will have metrics to monitor and analyze their activity, visualizing their progress or demise in real time. <img src="http://payload.cargocollective.com/1/0/23504/331736/NOVA creative.015-001_1200.jpg" border="0" width="1024" height="768" width_o="1024" height_o="768" src_o="http://payload.cargocollective.com/1/0/23504/331736/NOVA creative.015-001_o.jpg" align="left" /> Microgames related to specific NOVA shows will bring in new players. A zap player could challenge her Facebook friend in a game of evil science, for example. <img src="http://payload.cargocollective.com/1/0/23504/331736/NOVA creative.014-001_1200.jpg" border="0" width="1024" height="768" width_o="1024" height_o="768" src_o="http://payload.cargocollective.com/1/0/23504/331736/NOVA creative.014-001_o.jpg" align="left" /> And zap could be bigger than just online, rewarding players for real life science activities, such as visiting a museum. <img src="http://payload.cargocollective.com/1/0/23504/331736/NOVA creative.016-001_1200.jpg" border="0" width="1024" height="768" width_o="1024" height_o="768" src_o="http://payload.cargocollective.com/1/0/23504/331736/NOVA creative.016-001_o.jpg" align="left" /> When people watch NOVA shows, they’ll be informed that they’re earning joules and be asked at the end of the show to activate their brain energy. <img src="http://payload.cargocollective.com/1/0/23504/331736/NOVA creative.020-001_1200.jpg" border="0" width="1024" height="768" width_o="1024" height_o="768" src_o="http://payload.cargocollective.com/1/0/23504/331736/NOVA creative.020-001_o.jpg" align="left" /> Just like Fantasy Football helps promote the NFL, NOVA zap is a game bigger than a start and finish line. It creates a NOVA mindset. AD: Julia Veinberg, Lana Shahmoradian // CS: Jessica Collins, Layne Wilson // CBM: Blake Manosh, David Cromer // CT: Drew Dayberry // CW: Natalie Hammel, Talia Ledner <img alt="Creative Commons License" style="border-width:0" src="http://i.creativecommons.org/l/by-nc-nd/3.0/us/88x31.png" /> http://www.nataliehammel.com/Coz-Beats http://www.nataliehammel.com/following/nataliehammel.com/Coz-Beats Sun, 28 Mar 2010 05:13:15 +0000 Die Fat 331733 Coz is a copywriting professor at the Brandcenter. I took some of his lectures and made them into techno garage band songs. "Body Copy" Words + Voice: Coz "Where's The Work?" Words + Voice: Coz Big thanks to Rob Leon and David Canavan for letting me use their recordings. <img alt="Creative Commons License" style="border-width:0" src="http://i.creativecommons.org/l/by-nc-nd/3.0/us/88x31.png" />